Overview:
The Modern Bride’s BFF is a wedding content creation business delivering professionally shot, same day social media content to brides within 24 hours of their wedding. Before engaging Fulcrum, the business had peaked at $15,000 in a single month, equal to an annualised ceiling of around $180,000 per year. Within just one month of a one week sprint with Fulcrum, monthly revenue has scaled to $60,000, translating to an annualised run rate of $720,000. This represents a 4x lift in monthly sales (+300%) and more than half a million dollars in additional yearly capacity. What had once been a business capped by strain now operates with clarity, structure, and the ability to grow with stability.
System Diagnostics:
The Modern Brides BFF was running out of room to move. Their Director was managing enquiries but found herself stretched thin, pumping money into ads without clarity on results, lowering prices just to secure deals, and carrying the weight of unpredictable on and off seasons. The effort to keep pace was leaving her burnt out and unsure of how to stabilise the business. At that stage, The Modern Brides BFF engaged Fulcrum to run an intensive one week sprint in Sydney. The objective was to map the business in detail, audit existing systems, and locate the points of strain. Every layer including sales flows, packaging, operations, marketing, and brand was tested to understand how the business was performing under pressure. By the end of the sprint, the process had revealed the key constraints that prevented the business from converting demand into reliable growth. These findings became the foundation for the framework that would follow.
Pressure Points:
Lead Generation and Tracking
Enquiries came through a mix of word of mouth, organic posting, and paid ads. However, return on ad spend was difficult to improve and tracking systems made it hard to see where performance was being gained or lost.
Positioning and Clarity
Prospects often compared the service to videography, which diluted its positioning. Key differentiators, like next day delivery and curated social content, were not consistently understood or valued.
Sales and Packaging
Sales conversations stretched across multiple calls, with prospects often left uncertain on next steps. Pricing and packaging placed emphasis on hours rather than outputs, making it harder to communicate value and hold margins.Client Flow and Operations
While a CRM was in place, touch points across the long lead times were fragmented. Deposits were collected but without a consistent, structured process, creating strain on cash flow and added uncertainty in forecasting.
The Framework:
System Diagnostics
Brand Identity
Pricing Architecture
Operational Workflows
Sales Infrastructure
Website Development
Marketing Execution
System optimisation:
We began by refining positioning and brand. The service was reframed away from videography and anchored around its true differentiators, curated social content and next day delivery. This was expressed through a new brand identity and website, built to communicate value clearly and distinguish The Modern Bride’s BFF as a premium provider.
Packages and pricing were restructured to emphasise outputs rather than hours, creating clarity for prospects and confidence for The Modern Brides BFF. With this in place, we introduced a complete sales system: discovery, proposal, and follow up scripts supported by a new sales deck. This removed friction from the pipeline and reduced the time required to convert enquiries into commitments.
Operational workflows were standardised and automated. Deposits were secured through consistent processes, onboarding became streamlined, and touch points across long lead times were stabilised. Alongside this, campaign tracking was rebuilt, giving visibility on ad spend and the ability to measure return with precision.
Together, these changes created a business model that was clearer, leaner, and structurally stronger, a system capable of carrying demand without placing the same strain on the director.
performance gains:
Revenue Growth
Scaled from a $15k monthly ceiling to $60k within a month, a 4x lift (+300%) and a $540k annualised uplift.
Sales Efficiency
Reduced sales cycle from 2 - 3 calls to a one call close, with deposits secured the same day.
Pricing Power
Rebuilt packages around outputs, enabling premium positioning and stronger margins without discounting.
Operational Stability
Automated onboarding and structured workflows created predictable cash flow and consistent client touch points.
Marketing Returns
Rebuilt ad tracking and funnel visibility, allowing spend to drive qualified leads with clarity on performance.
Business Freedom
Owner stepped back from day to day execution, moved into a dedicated office, and now selectively chooses which weddings to attend.
